One of the first things I do when sitting down with a client for SEO, is to ask them two questions:

• What do you think are some of the phrases that your ideal customer would search for to find a product, service, or company like yours?
• What do you want to rank well for?

These questions might start a brainstorming session, but really they’re not enough. Too many of us have spent too much time in our own industry. We’re not thinking about the questions that a brand new customer--someone not familiar with our industry--might ask.

One of the exercises I recommend is to try and brainstorm keywords using five perspectives.

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